He won't find his name, but he will find his jersey. It's selling for $59.98. Heisman T-shirts are going for $24.

Manziel's name doesn't actually appear on them, since that would be exploiting the student-athlete. NCAA logic is that consumers merely like the number 2 or fondly remember 1957 Heisman winner John David Crow. That makes it OK for Manziel not to make a dime off this business endeavor.

When it comes to fairness and hypocrisy, the stance has always been laughable. It's beyond a joke with Manziel. He belongs in a special class of cash cow that is getting financially slaughtered.

You can see it in the Johnny Effect. Cotton Bowl TV ratings were up 44 percent. Coach Kevin Sumlin and his staff got nice raises. Fans are already tailgating outside Kyle Field for Sept. 14's Alabama game.

In the seven weeks between last year's Alabama game and the Cotton Bowl, a study showed Texas A&M got $37 million worth of media exposure. Google got a few million extra hits from people searching for photos of Manziel partying at casinos.

Johnny Football is a one-man economic stimulus package. He justifiably wants to protect his rights, so he's seeking damages from the unlawful sale of his likeness. His corporation, JMAN2, filed suit last week against a Texas man who was selling T-shirts that read "Keep Calm and Johnny Football."

The corporation was set up last December. It can't make money until Manziel leaves Texas A&M, but it can try to protect his name. And in a classic twist of NCAA logic, it can keep any damages earned from legal action.

Let's review here.

Texas A&M can make money off selling Manziel T-shirts. He can't. Neither can anyone else. But he can make money off suing people who are selling his T-shirts.

Sounds to me like Manziel should expand his lawsuit.

I don't want to crank up the tired debate over Pay-for-Play in college sports. There shouldn't even be a debate the way football programs have become Fortune 500 companies.

In the NCAA's eyes, a student-athlete can be just a little bit pregnant.

It's doing all it can to keep the football factories humming. Not paying workers is a great business model if you can get away with it.

Even if you think room and board is sufficient compensation, even if you ignore $5 million coaching salaries and fret that paying players would "professionalize" college football, even if you'd never pay 60 bucks for a generic No. 2 jersey, you have to admit one thing:

Some players are pretty good investments.

Heisman Trophy winners. All-Americans. The Fab Five. Tebow Inc.

Florida was in 31 nationally televised games, four bowl games and two BCS title games during Tim Tebow's four years. Estimates are Urban Meyer made $16 million and athletic director Jeremy Foley $4.8 million.

The SEC signed $3.1 billion in TV deals. Florida's football revenue was $264 million. Local economic impact was $162 million.

It wasn't all because of one quarterback, of course. But Tebow was certainly worth more to Florida than his $13,160 yearly scholarship. Probably about 100 times more.

You can still buy No. 15 jerseys for $79.95 on Florida's website, whoever No. 15 was. Texas A&M will probably be selling No. 2s when Manziel is older than Crow. And Johnny Football will still be waiting for the first penny.

Or maybe not. Former UCLA basketball player Ed O'Bannon is leading a group of former players in a class action suit against the NCAA. They see schools raking in millions off their likenesses decades after they've gone and figure they deserve a cut.

The NCAA's defense is no actual names are used in video games or on the backs of jerseys. Why, that No. 15 left-handed quarterback for the 2009 Florida Gators in EA Sports could be anyone!

Besides, student-athletes sign Form 08-3A, which relinquishes their marketing rights. Of course, if they don't sign on the dotted line they're not allowed to play. Nice business model.

No active player has sued over this practice, but Manziel looks like a fine candidate. He's established himself as a marketing gold mine faster than any player in history. He's too good to get banished for merely challenging the system. And he doesn't seem like the type who likes to be taken advantage of.

That rebellious streak showed when he tweeted photos of himself holding a wad of cash at an Oklahoma casino. Last summer he was arrested for fighting outside a nightclub.

He also had bogus driver's licenses from Texas and one from Louisiana.

Expect Texas A&M to have officially licensed No. 2 Fake IDs on sale before the season opener.

The real Johnny Manziel should keep calm and carry on a courtroom fight. But he shouldn't just go after the sap peddling black-market T-shirts.

Sue the institutions that are selling official ones. They're the ones who are really ripping him off.